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"I saw Zoka, led by Jeff Babcock, elevate coffee into a culinary conversation: with Tangletown Café (opened 1997) and theatrical stunts like dumping burlap sacks into Green Lake in protest of an "espresso tax," Zoka championed expensive microlots, framed farmers as vignerons, and trained a generation of coffee professionals while recasting coffee as a terroir-driven, culinary product." - Jordan Michelman